Marketing Automation is software that automates repetitive marketing tasks—often encoding industrial-age lead processing logic into digital workflows.
Common Capabilities
- Email campaign automation
- Lead scoring and grading
- Workflow triggers and actions
- Landing page creation
- Form and data capture
- Reporting and analytics
The Promise
Marketing Automation claims to:
- Increase efficiency
- Scale personalization
- Improve conversion
- Optimize processes
The Reality
Often encodes:
- Lead processing logic
- Mechanical qualification
- Forced nurture sequences
- Transactional thinking
The Opportunity
Use automation to:
- Remove repetitive work
- Enable human attention
- Support natural progression
- Enhance relationships
Not to:
- Replace human judgment
- Force mechanical processes
- Automate manipulation
- Scale extraction
Marketing Automation is a tool—how you use it reflects your philosophy about relationships and value.